Have you read the recent news about Facebook? It’s more than just a tweak. Facebook is giving its news feed an overhaul to fill it with more friends, family members, and good vibes, and fewer news stories, company updates, and viral videos.
Here’s what this news means for both you and your company’s page:
So, why is Facebook doing this?
From the mouth of Adam Mosseri, Head of News Feed himself: “Facebook was built to bring people closer together and build relationships. One of the ways we do this is by connecting people to meaningful posts from their friends and family in News Feed. Over the next few months, we’ll be making updates to ranking so people have more opportunities to interact with the people they care about.”
What are the core changes?
Okay, so that seems nice, but what is Adam actually saying? As you already know, Facebook uses things like likes, comments, or shares to determine what to show you as you’re doing your daily (or maybe multiple times a day, no judgement) Facebook check. Now they’re adding to that list and prioritizing posts that spark “meaningful” interactions between people. You'll be delivered content that is aimed to get you chatting and interacting with your friends and family, like group posts and that adorable puppy picture everyone is commenting on (I mean how could you resist?). If you've ever tagged a friend in the comments of a funny video or gif, you get the idea. Facebook wants you to stop just hitting a little thumbs up button, and instead have back-and-forth discussions as your friends announce their life events, ask for recommendations, or actively discuss a news story. In summary: people you care about > everything else.
Um, okay, But what about my company page?!
Starting to feel worried about your own company’s content? You’re not alone. The news of the major overhaul is leaving companies wondering where their posts will come into play on their audience’s news feeds. We have good news and bad news. The good news is that company page updates are not completely absent from someone’s news feed. They’re still there. The bad news? It’s much, much harder to get traction; the coveted news feed slots are for page posts that generate conversation between users. For example, live videos, community updates, and relevant events are more likely to spark a discussion than your average news story.
What does that mean for your business?
Unfortunately, this major update could hurt your performance on Facebook in a big way, especially if you're just mailing in your posts and not considering what drives engagement. At the end of the day, Facebook is promising to show less content from businesses now. How this will impact you and your page will depend on the type of content you post and how people are interacting with it. For those of you with company pages on which people are constantly sharing, commenting, and tagging each other, you should be affected less. But for us with lower engagement, or whose content mostly drives likes? Facebook is predicting you may be hit the hardest.
What can I do about it?
Before you delete your company page and admit defeat, know there is hope: focusing on content that engages and Facebook advertising. Facebook has always wanted your company’s money. But now you may be more likely to give it to them to still show up on your audience’s news feeds. The quantity of company posts on the feeds is going down and the demand for the coveted advertising slots will likely go up. If your company’s Facebook page is really important to you and your audience, start thinking about putting some skin in the game (meaning an advertising budget) to keep up. And of course, consider posting more content that engages, rather than just slapping up some links to articles and hoping it works.
Still feeling worried about your company’s Facebook strategy? We’re always here to chat!